Digital Chameleon's Accelerate Brand Publishing guide to Content Strategy For more information, visit us at www.digitalchameleon.net

1. Accelerate Brand Publishing Module
Strategy
Roadmaps for Content Marketing
Consumer behavior & touch points
Learning How does publishing
Objectives content help market-
ers achieve goals?
Learn how consumer Unlike publishers,
trends and behaviour have who are driven by
created an opening for circulation and dis-
brands to target consumers play ad revenue,
brand publishers
Understand how brands
can publish online more have different priori-
effectively– and why they ties – and publishing
should! for publishing’s sake
certainly won’t drive
Build a basic content mar- those priorities. For
keting campaign marketers, content is
a service that is paid
Discover how content can
for by the customer
deliver measurable busi-
ness outcomes by them giving you
information about
themselves which These interactions can produce data you can use to
can deepen their qualify prospects, generate leads and enhance custom-
engagement with er loyalty to enrich the information in the greater CRM
your brand. driven marketing machine..
Key Take Aways
There is an increasing focus
on content by brands and
marketers in response to
marketing savvy consumers
Brand as Publisher
demanding more engage-
ment online In the past, brands have
needed traditional media to
All brands are publishers in be the middle man between
the digital world
themselves and the consum-
Marketers who can use pub- er. Today they can connect
lishing methods can improve and engage with consumers
their content quality, process via their own ‘owned media’
and effectiveness –websites, magazines, iPad
apps, Facebook pages, twit-
Content is a pull tactic, not a ter feeds – and through
quick win push for sales ‘earned media’ by content
being shared on social net-
Interactions with content can
harvest data that feeds di- works and other sites.
rectly into CRM
Brands are now publishers
Content must be engaging, with their own growing media
unique and about the audi- organisations. Amazon,
ence, not the brand eBay, Walmart, Sears, Tar-
get, Best Buy, and AT&T are
Content can connect with
all listed in the top 50 of U.S.
consumers at various points
during the buying cycle online publishers.
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2. Strategy
Roadmaps for Building Branded
Content Marketing
Content Programs
Building a branded media empire like
Lego or Coke is big picture and most of
us are more focused on single cam-
paigns. The Philadelphia Choccy
spread campaign is an example of
creating a single, one product focused
content marketing campaign. Remem-
ber that content marketing is one pow-
erful piston in an entire engine room of
marketing effort that can be sparked off
by other marketing strategies
The Brand Publishing Process
Content
needs to be
unique,
relevant,
useful and
ABOUT
YOUR
AUDIENCE, No matter how big or small your engine rank).
brand, if you have a website, an e
not your -newsletter, product white papers, Creating content purely for the reader is what publishers
already do and what brands often struggle with. When it
guides, product information or
brand. engage in social media, you are comes to content, marketers who adopt proven ap-
proaches and practices from publishers can improve the
already publishing content on a
daily basis that could be helping quality – and the results - of their content interactions
to take customers through the with customers.
buying journey.
But producing content is not
enough. Savvy consumers want
content that meet their needs,
rather than tries to sell to them.
They want access to what you
know, and not what you make.
This has the added benefit of
making your content more credi-
ble with search engines, which will
give it a higher SERPs (search
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3. Strategy
Content Auditing Roadmaps for
Content Marketing
Remember that the content you either already
have or create, can come in many different
forms. Before starting a campaign and creating
new content, important to know what you have
– you will be surprised how much material you
already own in press releases, white papers,
case studies, web copy – that could be relevant
for your campaign, or could be repackaged. To
audit the assets, you’ll need a content audit
sheet.
Segmenting Personas
Do you know who makes up your audience?
What they care about most and what motivates
them? It is important to understand where your
audience is coming from before creating and
publishing content for them. Matching your
content to their personas will generate the spark
that can affect product purchasing decisions.
Brand Publishing ROI
Effective content marketing can lead to quantifi-
able business outcomes that reflect real ROI
metrics. That ROI may take many different
forms, from direct revenue generation or more
broadly to increased digital interactivity between
consumer and brand.
There are many examples of how brands are
embarking upon a brand publishing strategy
that is already paying off.
Brands with real brand publishing pay-offs in-
clude Tesco, BMW, Rayban, Littlewoods, and
Energy Matters, to name but a few.
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4. Term Definition
Strategy
Brand publishing brands who publishing content about themselves or their subject matter for ei-
Roadmaps via
ther third party media outlets or through their own print and Content Marketing
digital platforms and
channels
Branded content content funded by a brand or organisation
Brand crowdsourcing outsourcing internal resources and advocates, plus external supporters of brand
to produce content
Commissioning brief instructions given to writer, photographer or any content provider that details re-
quirements, direction and over all expectations e.g tone, style, subject matter,
word length
Content audit cataloguing and evaluating content assets
Content management system automated system that allows editorial and content procedures to be simplified
(CMS) allowing users to publish and edit content online
Content marketing marketing discipline aimed at creating and then distributing to targeted audiences,
content that is useful, unique and engaging with the objective of driving customer
action and interaction
Customer relationship strategy and system for managing interactions with customers, clients and sales
management (CRM) prospects which automatically synchronises information with other business pro-
cesses
Editorial calendar schedule used to itemise content and plan how, where, when and by whom it will
be created and published; calendars can be daily, weekly or monthly.
Infographic visual representations of data or information
Market segmentation classification customers by one or more characteristics, in order to identify
groups that have similar needs and demand similar products and/or services
Style guide a detailed guide to the editorial style adopted by a publication which details pre-
ferred grammar, abbreviations, title usage and punctuation etc.
Sub editing reviewing content and correcting errors, checking for style and where necessary
adding headlines and specifying pull quotes
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